German Home & Garden COVID-19 marketplace impactMarch 25, 2020

HYPOTHESISSince consumers are currently forced to spend time at home and might even be affected by reduced work hours, we assume there is increased interest in Germany for Home & Garden related products and tools, with people investing time in renovation and remodelling.

The following analysis focuses mainly on the repair and do-it-yourself (DIY) aspect of home renovation and gardening; less on furniture and appliance sales.

Clicks in the Home & Garden vertical have had healthy growth,…

Source: Internal Data, Retail / Home & Garden Vertical , Germany, 2018 - 2020

…however, COVID-19 is changing the usual patterns

Source: Internal Data, Retail / Home & Garden Vertical , Germany; Feb/Mar 2020

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The trend shows movement from indoors to outdoors

Source: Internal Data, Retail / Home & Garden Vertical, Top 5 Categories, Germany; Jan - Mar 2020

Bad Bodenbeläge Elektro & Leuchten Garten & Freizeit

Werkzeug & Maschinen

Spiegelschrank Laminat Pendelleuchen Gartenhaus Dampfreiniger

Duschkabine Vinylboden Deckenleuchten Hochbeet Hochdruckreiniger

Waschbecken Klick Vinyl Deckenlampen Hollywood-Schaukeln

Akkuschrauber

Durchlauferhitzer Parkett Stehlampen Carport Kompressor

Waschtisch Korkboden Lampenschirme Terrassendach Kehrmaschine

Badspiegel Vinyl Bodenbelag LED Strahler Markise Stromerzeuger

Spiegelschrank Bad Kunstrasen Gartenleuchten Gasgrill Schubkarre

Badewanne Laminat Kaufen LED Streifen Markisen Winkelschleifer

Badewannen Parkett Kaufen Tischleuchten Pavillon Fenstersauger

Gastherme PVC Boden LED Deckenleuchten Holzspalter Multifunktions-Werkzeug

Top 10 Volume Keywords by Category

Source: Internal Data, Retail / Home & Garden Vertical, Top 5 Categories, Germany; Jan - Mar 2020

The store closure announcement created a huge increase in searches for DIY brands

Source: Internal Data, Retail / Home & Garden Vertical, Top Brands; Germany; Mar 2020

Brand searches

3/16: Shop closures and other restrictions announced

Blue lines: major DIY brands Red line: generic searches for DIY

In 2020, searches for garden related topics grew by 139%

Source: Internal Data, Retail / Home & Garden Vertical, Searches for Top Keywords; 2019: Jan 7 – March 24; 2020: Jan 6 – March 22

-62%

-17%

-14%

-14%

4%

7%

7%

12%

14%

15%

20%

27%

36%

41%

139%

-5%

-20%

-18%

-21%

5%

15%

4%

28%

24%

17%

4%

14%

26%

24%

127%

-100% -50% 0% 50% 100% 150%

Fenster Türen & Treppen

Farben & Tapeten

Heizen & Klima

Holz & Moebelbau

Fliesen

Küchen

Elektro & Leuchten

Brands

Werkzeug & Maschinen

Baustoffe

Eisenwaren

Bad

Bodenbeläge

Baumarkt

Garten & Freizeit

YoY Search & Click Growth by Category

Click Growth Search Growth

Store closures led to a weekly search spike for gardenrelated topics of 151%

Source: Internal Data, Retail / Home & Garden Vertical, Searches for Top Keywords; 2019: Jan 7 – March 24; 2020: Jan 6 – March 22

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11

Corona Impact on Garden Searches

Last Year This Year

Week 11 = 3/16 – 3/22: Shop closures and other restrictions announced

+151%

Brand searches had a lift of 46%

Source: Internal Data, Retail / Home & Garden Vertical, Searches for Top Keywords; 2019: Jan 7 – March 24; 2020: Jan 6 – March 22

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11

COVID-19 impact on brand searches

Last Year This Year

+46%

Week 11 = 3/16 – 3/22: Shop closures and other restrictions announced

DIY searchers are mostly 50 years or older

Source: BAI

5%

11%

22%

36%

25%

0% 10% 20% 30% 40%

Age18_24

Age25_34

Age35_49

Age50_64

Age65Plus

Searches by Age Group

27%

73%

Searches by Gender

Female Male

There have been more clicks for all major appliances

Source: Internal Data, Appliances, Searches & Clicks for Top Queries; 2019: Jan 7 – March 24; 2020: Jan 6 – March 22

16%

21%

7% 6%

1%2%

33%31%

16%

24%

28%

5%

0%

5%

10%

15%

20%

25%

30%

35%

Backofen Geschirrspüler Herd Kühlschrank Mikrowelle Waschmaschinen

Appliances YoY search and click growthSearches Clicks

Clicks and searches for appliances have been reducedsince the coronavirus outbreak

Source: Internal Data, Appliances, Searches & Clicks for Top Queries; ; 2020: Jan 6 – March 22

40%

60%

80%

100%

120%

140%

160%

180%

1/6/2020 1/13/2020 1/20/2020 1/27/2020 2/3/2020 2/10/2020 2/17/2020 2/24/2020 3/2/2020 3/9/2020 3/16/2020

Indexed search and click volume for appliancesIndexed SRPVs Indexed Clicks Linear (Indexed Clicks)

Key Takeaways